Marketing Efforts of McDonald's in Japan Marketing Plan by SBurtis

Marketing Efforts of McDonald's in Japan
An analysis of the marketing efforts of McDonald's with an emphasis on globalization and expansion into the Japanese market.
# 152658 | 1,997 words | 10 sources | APA | 2012 | US
Published on Apr 11, 2013 in Business (International) , Business (Marketing) , Advertising (Industry-Specific)

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This paper begins with a history of McDonald's in the United States and then looks at the roots of its expansion efforts worldwide. The paper focuses on McDonald's expansion into the Japanese market and explores how the company has placed much emphasis on adapting to the preferences of the Japanese culture in terms of menu options, customer service, atmosphere, pricing and advertising. The paper goes on to detail the specific changes McDonald's has made to accommodate Japanese culture.
The paper includes color copies of advertisements used in Japan.

Global Expansion Efforts
Initial Expansion Strategy
Specific Marketing Strategies
Local Considerations, Impact on Success
Changes Made to Accommodate Japanese Culture

From the Paper:

"A well-known and beloved fast food chain, McDonald's humble beginnings occurred with the establishment of the first McDonald's restaurant in San Bernadino, California in 1940. The original restaurant, founded by Dick and Mac McDonald was a traditional drive-in with carhop service, featuring a large menu loaded with American barbeque favorites. In 1948, the original restaurant was closed for renovations, reopening as a self-service drive in. The menu was reduced to nine items that would become synonymous with the McDonald's name, including the hamburger and cheeseburger. The following year, the company introduced their now world-famous triple-thick milkshakes and French fries. By 1954, McDonald's owners were thinking nationwide expansion and in the market for a franchising agent. This desire led to a serendipitous event that would shape the future success of the company. When a small appliance salesman named Ray Kroc walked into the San Bernadino McDonald's and heard about their wish to franchise, he made a decision to make McDonald's a household name across the nation (History of McDonald's Restaurants, n.d.).
"In 1955, the second McDonald's location opened in Des Plaines, Illinois, and by 1959, 100 restaurants had opened across the U.S. By 1963, the number of McDonald's restaurants in operation reached 500, and over the next nearly 50 years, the company would expand and led the industry with innovations, setting a coveted example for future fast food franchises."

Sample of Sources Used:

  • Burkett, E. (2011, January 13). McDonalds Japan's Big America Campaign. Retrieved October 28, 2012, from
  • Cloud8 (2005, September 23). Ronald McDonald gets a makeover (He's a she). Free Republc. Retrieved October 29, 2012, from
  • Dow Jones Newswires (2012, January 11). Heft no object in McDonald's new burgers for Japan. Chicago Breaking Business. Retrieved October 28, 2012, from
  • History of McDonald's Restaurants. (n.d.). McDonald's - Official Global Corporate Website. Retrieved October 28, 2012, from
  • Lafontaine, F., & Leibsohn, D. (2004, November). Beyond Entry: Examining McDonald's Expansion in International Markets. Federal Trade Commission. Retrieved October 29, 2012, from

Cite this Marketing Plan:

APA Format

Marketing Efforts of McDonald's in Japan (2013, April 11) Retrieved May 17, 2022, from

MLA Format

"Marketing Efforts of McDonald's in Japan" 11 April 2013. Web. 17 May. 2022. <>